Ukraine’s online media advertising market expands by 40% in 2017

Source : 112 Ukraine

The online media advertising market of Ukraine accounted for a total of $89.32 million
15:11, 1 February 2018

Open source

The online media advertising market of Ukraine accounted for a total of $89.32 million, which is 40% greater than the 2016 figure, Interfax-Ukraine reports.

According to the association’s data, the total 2017 figure expressed in U.S. dollars actually exceeded the 2012 level ($94.46 million against $74.33 million), but has not reached the 2013 figure ($114.6 million).

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The association also points out that these figures do not include the figures of search online advertising and a number of other components, which alongside online media advertising makes up the digital advertising segment.

“In terms of growth dynamics online advertising is significantly ahead of other segments of Ukraine’s media market. According to the statistics from the All-Ukrainian Advertising Coalition, television advertising in 2017 grew by 29% compared to 2016, press advertising rose by 18%, while radio advertising increased by 20%”, - a press release from the association reads.

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The share of direct sales in the online media advertising market, according to the association’s data reached 52.5% in 2017. Banner advertising became the largest segment of online media advertising acquiring 49.67% of the market. Videoplayer advertising (pre-roll, mid-roll, post-roll, pause-roll, overlay advertising, picture-in-pause) amounted to 26.24% of the market (against 28.7% in 2016). In-page video (content-roll) accounted for a mere 2.16% (against 4.8% in 2016).

The share of sponsorship has climbed from 3% to 9.83% within the year.

Related: Ukrainian market of internet media advertising went up by 27%

The shares of mobile online media advertising (targeting users of mobile devices) in the total turnover of online media advertising stood at: 14% for banner advertising, 11.55% for in-stream video, 5.55% for in-page video (content-roll), 3.36% for unconventional solutions, while sponsorship made up only 1%.

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Also, the share of social media and messengers (FB, VK, Instagram, Twitter, YouTube, Skype, Viber, etc.) in advertising reached 26.49%.

The methodology for measuring the volume of online media advertising was based on cross analysis of surveys filled by the biggest advertising agencies, websites and sales-houses.

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